Researcher: Ernest Cyril de Run (Associate Professor, PhD)
Sales promotion is a growing issue for academics and practitioners. With globalisation, such tactics are used in different countries; yet there is an obvious lack of studies on the impact of national and local culture, as well as religion, on sales promotion activities.
Available literatures mainly concentrates on the US market and non-export products, with focus on the providers, i.e. how a marketing manager can get the most out of sales promotions and not how the consumers perceived such activities.
This study takes a look at the Asian consumer viewpoint of sales promotion techniques, with an emphasis of how their national and local culture, as well as religion, impact on sales promotion activities. The study focuses on respondents within the age of 25 to 45 from Malaysia, Indonesia, Singapore, Brunei, and Thailand to come up with an Asian perspective of sales promotions.
The primary objective is to investigate the relationship between various sales promotion techniques and customers purchase satisfaction. Further analysis will look into establishing the link between a customer’s national and cultural value and choice of sales promotion techniques; and whether differences in product type, age, occupation and religious affiliation/strength have an impact in the choice of sales promotion techniques.